A branding campaign for consumers to experience au’s business concept, “New Freedom.”
We considered “New Freedom” to be a completely new experience that has never been seen, heard, or felt before. We wanted to appeal beyond just the digital native generation, and pursued an experience that would tantalize all five senses—which everyone, regardless of their age or gender, would enjoy.
“Hello, New World. warp cube,” a three-day special event, was held in Roppongi’s Tokyo Midtown from August 28, 2015, to August 30, 2015. People entered a huge LED-covered “warp cube” (6.15 meters high and 8.1 meters wide) to experience a ten-minute, 360-degree virtual trip of flying around the world.
When participants inside the “warp cube” swung up their smartphones at the same time, the view would “warp” to various places around the world with stunning views. These images were captured using a drone—allowing a bird’s eye view of these beautiful scenes.
Drones were used to shoot around fifteen different locations around the world including the Great Wall of China, Reykjavik (Iceland), the Great Barrier Reef (Australia), and Mt. Fuji (Japan).
After the event, we created the “warp screen” web content so that others could also enjoy the 360-degree images from their smartphones or PCs.